Consumers believe brands can lead coronavirus response, but demand practical solutions

Businesses that prioritize profits over the health and security of people during the pandemic risk damaging trust permanently, Edelman found.

By Peter Adams • March 31, 2020

Hasbro supports families staying indoors with new online resources

Bring Home the Fun website supplies useful ideas and relatable stories for parents seeking ways to keep kids occupied during coronavirus lockdowns.

By Dianna Christie • March 31, 2020

Explore the Trendline➔

Consumer Packaged Goods

If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

By Marketing Dive staff

DTC coffee brand Trade brews virtual meetup in new video ad

Promoting its subscription delivery service, the spot was directed and edited remotely via video conference.

By Dianna Christie • March 31, 2020

Mitigating the damage of mega-event cancellations due to coronavirus

Despite lost time and nonrecoverable costs, marketers can alleviate major damage of cancellations through ample contingency planning and swift responses, writes Gartner's Jessica Ekholm.

By Jessica Ekholm • March 31, 2020

Chipotle turns Challenger Series into virtual gaming tournament

Half of the earnings for winners of the virtual gaming competition will be donated to COVID-19 relief efforts.

By Dianna Christie • March 30, 2020

How will coronavirus pressures shape the agency in-housing debate?

The in-house model's focus on cost and efficiency may be appealing in a tough economy, but existing problems with the approach may be amplified.

By Peter Adams • March 30, 2020

Comic Dive: Virtual Realities

As people practice social distancing, brands including Chipotle and Busch are finding unique ways to deliver experiences remotely.

By John Hazard • March 27, 2020

Forrester: Brands must build trust as coronavirus saps consumer sentiment

Consumers don't have the "emotional energy to engage with, spend with or recommend" brands, but marketers can work to offset that.

By Robert Williams • March 27, 2020

Nature's Bakery launches 'Snack Sized Adventures' for idea-starved parents

The campaign comes as busy parents are juggling home offices and home schooling during coronavirus-related shutdowns.

By Dianna Christie • March 27, 2020

Bud Light deploys tracker to help people find spots open for takeout

The brand will divert media spending to raise awareness around the initiative supporting restaurant and bar workers affected by the pandemic.

By Peter Adams • March 26, 2020

What coronavirus means for sports marketing

The Olympics have been postponed. Major leagues are suspending their seasons. How can brands pivot and still reach fans?

By Shane Schick • March 26, 2020

Coca-Cola pauses all marketing in Great Britain

While some brands opt to adjust their campaigns, the beverage giant is responding to the pandemic by halting Q2 marketing efforts in the region altogether.

By Dianna Christie • March 25, 2020

'We Are the Countervirus' PSA launches on digital OOH, social media

The campaign from a trade group for outdoor advertising urges people to “spread" a positive message while expressing appreciation for those helping others during the pandemic.

By Robert Williams • March 25, 2020

Diageo CMO Saller steps down after 20 years with spirits giant

Serving as marketing chief since 2013, she earned frequent industry accolades, particularly for her work around gender equality.

By Peter Adams • March 24, 2020

Nike runs with 'Play inside, play for the world' slogan amid COVID-19 pandemic

The sportswear brand is also offering its workout app for free as people are urged to remain isolated.

By Robert Williams • March 24, 2020

Marketers struggle with content strategy, tracking ROI, study says

Almost half of marketers rate their content as inconsistent, while only 7% say they consider it exceptional.

By Robert Williams • March 24, 2020

4As: 56% of consumers interested in brands' COVID-19 initiatives

As brands navigate these challenging times, the report points to several ways forward when it comes to finding the right messaging.

By Dianna Christie • March 24, 2020

Staying human amid the pandemic

Corona is learning how consumer behavior is painfully fickle, especially when fear invades, writes agency CTP's Grant Pace. Its CEO's ability to put a more human face on his brand may help it come out healthier than ever.​

By Grant Pace • March 24, 2020

Popeyes dishes out Netflix login details as fans self-isolate amid coronavirus

 A "Fried Chicken N Chill" campaign will share the brand's username and password with 1,000 Twitter followers.

By Peter Adams • March 23, 2020

Ford, Guinness coronavirus-related ads score well with general population, study says

Overall, consumers are fine with ads addressing the current crisis and want messages of brands taking action, Ace Metrix found.

By Dianna Christie • March 23, 2020

Toyota, Hyundai pivot to ads sharing optimistic message

Following Ford, the carmakers cut their respective campaigns around spring sales events to run supportive messaging during the pandemic.

By Dianna Christie , Natalie Black (Koltun) • March 23, 2020

Why brands are doubling down on hip-hop talent

Marketers are more deeply integrating rappers into campaigns to target wider audiences, providing a way forward after the current pandemic subsides.

By Chris Kelly • March 23, 2020

Campaign Trail: Fanta satirizes cinematic sports clips in 'idiot influencer' ads

A 90-second hero spot and OOH placements from the soda brand feature real-life internet personalities goofing off to emphasize the importance of play.

By Natalie Black (Koltun) • March 20, 2020

Gartner: CMOs must shift strategies amid coronavirus threat

The uncertain and rapidly evolving situation brings greater risks, but also creates opportunities to build customer loyalty.

By Robert Williams • March 19, 2020

Hyundai celebrates boundary-pushing Gen Z, millennials in new Elantra campaign

The ads play up the car's performance and tech features while showcasing how younger generations like to challenge the norm.

By Dianna Christie • March 19, 2020